chico state visual identity guide · 2020-06-22 · sincerely, gayle e. hutchinson, edd. president...
TRANSCRIPT
C A L I F O R N I A S T A T E U N I V E R S I T Y C H I C O
Visual Identity Guide
E˜ective December 2017
Contents From the President ˜ Chico Statersquos Visual Identity 2
University Seal 5ndash6 University Flame and Flame Line Signature 7ndash8
University Naming 3 University Color Palette 4
The University Wildcat 9 The Campus Web 30 Framework 10 Clearspace for Logos 11 Using Logos with Photography 12 Using Logos with Promotional Items 13 University Typography Signature Fonts 14 University Typography System Fonts 15 University Athletics 16
Sincerely
Gayle E Hutchinson EdDPresidentCalifornia State University Chico
California State University Chico Visual Identity Guide 1
At Chico State our identity is not just a motto or logo It is a promisewe make and actions we take to support our foundational principles high-quality and transformative education a˜ordability diversity civic and community engagement sustainability collaboration accountability transparency trust respect and shared governance
Our identity extends far beyond the boundaries of campus It is found in the positive contributions our students make in the world It is felt through the academic and civic impact of our faculty and sta˜ It is held in the heart of every person who has in some way been transformed by their connection to Chico State
We all share a responsibility to present the University correctly in every form of communication whether it occurs in print online or in our daily conversations The following Visual Identity Guide was created to help bring consistency to the way we all communicate about Chico State
In the pages that follow you will find a wealth of resources the elements of our identity and the standards and guidelines for supporting them By utilizing this guide as a framework we can begin to communicate a powerful and unified identity
From the President
University Flame
University Seal (updated 2017)
Alumni Association
Wildcat Icon (Future redesign under consideration)
Chico Statersquos Visual Identity Our o˛cial logos and marks represent us at the very highest level and they are vitally important to our brand They act as a signature an identifier and a stamp of quality Proper and appropriate usage of these elements should always be the most consistent component in our communications While our logos marks and seal have evolved over the Universityrsquos long history there is a framework that organizes their usage based on strategic and visual connections to Chico State Below are a few examples of University identities and their categories
CORE IDENTITIES Primary visual signatures for entire University appropriate for all audiences Usage follows Visual Identity Guide
IDENTITY EXTENSIONS Primary visual signatures for units supporting the core mission of Chico State serving targeted audiencesmdashstudent service organizations and alumni relations
SUB-IDENTITIES Visual representation of units strategically linked to the University supporting di˜erent missions and presenting unique identities Uses a separate logo linked to the University visually and in text but follows its own identity standards Usage or licensing of these marks is restricted and may not be used by third parties without prior approval
California State University Chico Visual Identity Guide 2
University Naming
FORMAL NAME (FORMAL VOICE)
California State University ChicoAbbreviated
CSU ChicoThis name should always include the comma when used in written communication and should not include other elements such as a dash bullet or other decorative divider In rare circumstances the comma may be omitted for design purposes
The formal name and voice are best used on materials that are institutional in nature formal documents such as administrative correspondence or anything that will be distributed nationally or internationally
Appropriate uses for the formal name might include but are not limited to diplomas awards signage o˛cial contracts marketing collateral proposals or presentations to prospective donors or other educational institutions
STANDARDCASUAL NAME (STANDARDCASUAL VOICE)
Chico StateChico State is the most common and frequently used nickname for the University This name has been a˜ectionately used by students sta˜ faculty alumni and the local community for decades It evokes a specific sense of place and is an emotive component of our brand
It is appropriate for everyone to use but is most e˜ective for informal communications with closely held audiences who are highly familiar with the University
The following are name variations for the University that should NEVER be used
CSUC
CSU CHICO
CSU-CHICO
CSUbullCHICO
CAL STATE CHICO
CHICO UNIVERSITY
UNIVERSITY OF CHICO
CALIFORNIA STATE UNIVERSITY AT CHICO
Why are they not allowedThe examples above donrsquot follow University guidelines are inaccurate or confusing or create a negative connotation
More information is available online at wwwcsuchicoedupubwriting-style-guidestyle-guideshtml
California State University Chico Visual Identity Guide 3
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Color Palette
The Chico State color palette has two levels primary and secondary
Chico red cornerstone gray black and white comprise Chico Statersquos primary color palette They should be the dominant colors used in o˛cial communications when the project allows for color
Chico red should be the most prominent color used for large color fields and works well for headlines subheads and pull quotes
Balance and harmony are the goal when using color Too much red or black can feel harsh which is why we provide a secondary color palette of tones that represent the seasons and landscape of our campus These are certainly not your only color choices but using them helps us maintain consistency
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
SIGNATURE COLORS
Chico Red
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
SECONDARY COLOR OPTIONS
Archway
PANTONETM ˝ˇ CMYK ˝ ˙ ˘ RGB ˆ ˝ˇ ˇ HEX BˆF
Summer Sun
PANTONETM ˝ CMYK ˝ ˙ ˙˙ ˙ RGB ˝ ˙ ˙ HEX EAAA˙˙
Creekside
PANTONETM ˙ CMYK ˙˙ ˙ ˝˙ ˝ RGB ˇ ˇ HEX ˙˙˘BA˘
Oak Leaf
PANTONETM ˆ˝ CMYK ˙˙ ˙ˆ RGB ˝ ˙ ˇ HEX ˆEˆC
Black
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
Twilight
PANTONETM ˝˘ˆ CMYK ˆ˝ ˇˆ ˙ ˝ RGB ˆˆ HEX ˆ˝Cˆ
Autumn Day
PANTONETM ˘ CMYK ˙ ˙˙ ˙ RGB ˝ ˙ HEX FF˘F
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Tradition
PANTONETM ˝˙ CMYK ˆ ˙˙ ˆ ˝ RGB ˘ ˘ HEX ˇ˘˙˙˙˙
California State University Chico Visual Identity Guide 4
The University Seal was originally designed by Professor Emeritus Gregg Berryman The Latin ldquoARS PROBAT ARTIFICEMrdquo means ldquoArt is the test of the artisanrdquo
The illustration depicting Kendall and Trinity Hallswas updated in 2017 by world-renowned artistSteven Noble to commemorate the inaugurationof University President Gayle E Hutchinson
Chico Red
PANTONEtrade ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONEtrade COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
Black
PANTONEtrade BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
As the formal symbol of the University the o˛cial seal is used selectively and with the distinction appropriate for what it represents It is intended for formal occasions and materials Examples include diplomas certificates ormedals given on behalf of the University programs for presentations collateral for formal events and on o˛cialarchitectural signage
The University Seal is not for casual use It should not be used as a department logo or design element onunsanctioned apparel marketing fliers or newsletters Nor should it appear in conjunction with other logos or elements
The use of the seal must be approved by the O˛ce of the President or Public A˜airs
The o˛cial seal is available by request only Written approval must be secured in advance and all materials using the o˛cial seal must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
For all University logos and seals used in printed publications be sure to use print-quality images
SIGNATURE SEAL COLORS
OLD NEW
California State University Chico Visual Identity Guide 5
Do not use the Seal to create a new department or club logo
Do not use gradient or pattern fills in the Seal
Do not re-create the logo with any other typefaces
Do not use any colors other than the signature colors
(Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5
Do not distort squeeze or stretch the Seal
Do not place the Seal over complex backgrounds or patterns
˝ in ˝˙ px
The Seal is not to be altered in any way or used smaller than ˝ inches or ˝˙ pixels across
Do not use the Seal as a replacement for the letter ldquoOrdquo or the number zero in designs
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
Shown here are some examples of improper use of the University Seal The mark should always be used in its original configuration
For all University logos and seals used in printed publications be sure to use print-quality images
white black)
California State University Chico Visual Identity Guide 6
The University Flame
The University Flame and line signature are available by request All materials using the Flame must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
SIGNATURE FLAME COLORS
Chico Red Cornerstone
Black White
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The Flame is a core identity of the University It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials It may be used as a department logo or design element on sanctioned apparel marketing fliers or newsletters It should not be combined with other logos or with nonstandard typefaces
The University Flame is available as an approved logo and line signature
The University Flame is currently under consideration for a refreshed design
The University Flame above was created by Professor Emeritus Gregg Berryman
California State University Chico Visual Identity Guide 7
University Flame
Shown here are some examples of improper use of the University Flame The mark should always be used in its original configuration
For all University logos used in print always use high-resolution print-quality images Vectored artwork is the preferred file type for most vendors (PDF EPS) and can be scaled up without losing quality Minimum resolution for rastered files is 300 dots per inch (dpi)
frac12 in ˘ px
The Flame is not to be altered in any way or used smaller thanfrac12 inch or 36 pixels wide
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Do not add -D filters or other e˜ects to the Flame
Do not use colors other than the signature colors Do not distort squeeze (Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5 or stretch the Flame
white black)
Do not place the Flame over complex backgrounds or patterns
Do not alter the Flame or re-create it with other elements
Do not use gradients images or patterns inside the Flame
Do not use the Flame as a replacement for the letter ldquoOrdquo or the number zero in designs
California State University Chico Visual Identity Guide 8
The University WildcatThe Wildcat is the o˛cial mascot of Chico State University Throughout the years there have been many iterations of our beloved mascot to meet the various needs of the University There are currently four versions of the Wildcat in use today each representing a unique tone and style
California State University Chico Visual Identity Guide 9
WILDCAT ICON WILDCAT ILLUSTRATION ATHLETICS WILDCATWILDCAT MASCOT ldquoWILLIErdquo
Appropriate for entire University and for all audiences
Typical applications of this logo arereserved for informal promotion ofUniversity programs and initiatives but versions of it have been usedfor apparel and other promotionalmaterials in special circumstances
Our mascot Willie appears at manysporting and special events on andaround campus to support and promote Chico State
Photos of Willie are used to support a variety of University initiatives They are not typically allowed for o˜-campus use by third-parties
The Wildcat icon related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized
For more information contact Associate Director of Athletics530-898-6470wwwchicowildcatscom
Available as an approved logo for the entire University and all audiences It should only be used in the signaturecolors of the University
It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials Typical applications can include fliers banners and club sports apparel
Note This logo is currently under consideration for a design update
The Campus Web deg˛ Framework
Source Sans Pro a free font o˜ered by Google is the standard font for all University web pages It can be used in the following variations
Heading 1 Heading 2 Heading 3 Heading 4 Heading 5 Heading 6
Paragraph Bold
Paragraph Bold Italic
Paragraph Italic
Paragraph
Headings should be used to organize content within a webpage making the page more accessible to all users Headings should never be used as anything other than section titles
A NOTE ABOUT HEADINGS
The Campus Web ˙ framework was designed to o˜er users a consistent experience that complements the University brand Sites built within the campus web content management system come with standard style options that ensure accessibility visual consistency and ease of use Creative Media and Technology will provide CSS files for o˛cial University web applications or non-WCMS and vendor websites upon request
PRIMARY WEB COLORS
Tradition Pathway Creek BedExcellence Bidwell
HEX ˇ˘˙˙˙˙ HEX ˙˙ HEX F HEX ˘F˘ˇE HEX DDDCˇ
SECONDARY WEB COLOR OPTIONS
Harvest LegacyAcorn Skyline CascadeAlmond
HEX EFECE HEX B˝˝ HEX ˆˇ˘˙F HEX ˙˝E˝ HEX BFDBF˘ HEX EAFFC
The CSU Chico Web Signature The CSU Chico web signature is a digital identity of the University Its use is restricted to o˛cial University websites web applications and approved vendor sites only It should not be combined with other logos elements or typefaces
C A L I F O RN I A S TAT E
C A L I F O RN I A S TAT E
UN I V E R S I T Y UN I V E R S I T Y
Logos other than the web signature should be limited in use and must be approved by Public A˜airs and Publications
Visit wwwcsuchicoeduweb for website best practices accessibility information and more
California State University Chico Visual Identity Guide 10
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
Contents From the President ˜ Chico Statersquos Visual Identity 2
University Seal 5ndash6 University Flame and Flame Line Signature 7ndash8
University Naming 3 University Color Palette 4
The University Wildcat 9 The Campus Web 30 Framework 10 Clearspace for Logos 11 Using Logos with Photography 12 Using Logos with Promotional Items 13 University Typography Signature Fonts 14 University Typography System Fonts 15 University Athletics 16
Sincerely
Gayle E Hutchinson EdDPresidentCalifornia State University Chico
California State University Chico Visual Identity Guide 1
At Chico State our identity is not just a motto or logo It is a promisewe make and actions we take to support our foundational principles high-quality and transformative education a˜ordability diversity civic and community engagement sustainability collaboration accountability transparency trust respect and shared governance
Our identity extends far beyond the boundaries of campus It is found in the positive contributions our students make in the world It is felt through the academic and civic impact of our faculty and sta˜ It is held in the heart of every person who has in some way been transformed by their connection to Chico State
We all share a responsibility to present the University correctly in every form of communication whether it occurs in print online or in our daily conversations The following Visual Identity Guide was created to help bring consistency to the way we all communicate about Chico State
In the pages that follow you will find a wealth of resources the elements of our identity and the standards and guidelines for supporting them By utilizing this guide as a framework we can begin to communicate a powerful and unified identity
From the President
University Flame
University Seal (updated 2017)
Alumni Association
Wildcat Icon (Future redesign under consideration)
Chico Statersquos Visual Identity Our o˛cial logos and marks represent us at the very highest level and they are vitally important to our brand They act as a signature an identifier and a stamp of quality Proper and appropriate usage of these elements should always be the most consistent component in our communications While our logos marks and seal have evolved over the Universityrsquos long history there is a framework that organizes their usage based on strategic and visual connections to Chico State Below are a few examples of University identities and their categories
CORE IDENTITIES Primary visual signatures for entire University appropriate for all audiences Usage follows Visual Identity Guide
IDENTITY EXTENSIONS Primary visual signatures for units supporting the core mission of Chico State serving targeted audiencesmdashstudent service organizations and alumni relations
SUB-IDENTITIES Visual representation of units strategically linked to the University supporting di˜erent missions and presenting unique identities Uses a separate logo linked to the University visually and in text but follows its own identity standards Usage or licensing of these marks is restricted and may not be used by third parties without prior approval
California State University Chico Visual Identity Guide 2
University Naming
FORMAL NAME (FORMAL VOICE)
California State University ChicoAbbreviated
CSU ChicoThis name should always include the comma when used in written communication and should not include other elements such as a dash bullet or other decorative divider In rare circumstances the comma may be omitted for design purposes
The formal name and voice are best used on materials that are institutional in nature formal documents such as administrative correspondence or anything that will be distributed nationally or internationally
Appropriate uses for the formal name might include but are not limited to diplomas awards signage o˛cial contracts marketing collateral proposals or presentations to prospective donors or other educational institutions
STANDARDCASUAL NAME (STANDARDCASUAL VOICE)
Chico StateChico State is the most common and frequently used nickname for the University This name has been a˜ectionately used by students sta˜ faculty alumni and the local community for decades It evokes a specific sense of place and is an emotive component of our brand
It is appropriate for everyone to use but is most e˜ective for informal communications with closely held audiences who are highly familiar with the University
The following are name variations for the University that should NEVER be used
CSUC
CSU CHICO
CSU-CHICO
CSUbullCHICO
CAL STATE CHICO
CHICO UNIVERSITY
UNIVERSITY OF CHICO
CALIFORNIA STATE UNIVERSITY AT CHICO
Why are they not allowedThe examples above donrsquot follow University guidelines are inaccurate or confusing or create a negative connotation
More information is available online at wwwcsuchicoedupubwriting-style-guidestyle-guideshtml
California State University Chico Visual Identity Guide 3
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Color Palette
The Chico State color palette has two levels primary and secondary
Chico red cornerstone gray black and white comprise Chico Statersquos primary color palette They should be the dominant colors used in o˛cial communications when the project allows for color
Chico red should be the most prominent color used for large color fields and works well for headlines subheads and pull quotes
Balance and harmony are the goal when using color Too much red or black can feel harsh which is why we provide a secondary color palette of tones that represent the seasons and landscape of our campus These are certainly not your only color choices but using them helps us maintain consistency
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
SIGNATURE COLORS
Chico Red
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
SECONDARY COLOR OPTIONS
Archway
PANTONETM ˝ˇ CMYK ˝ ˙ ˘ RGB ˆ ˝ˇ ˇ HEX BˆF
Summer Sun
PANTONETM ˝ CMYK ˝ ˙ ˙˙ ˙ RGB ˝ ˙ ˙ HEX EAAA˙˙
Creekside
PANTONETM ˙ CMYK ˙˙ ˙ ˝˙ ˝ RGB ˇ ˇ HEX ˙˙˘BA˘
Oak Leaf
PANTONETM ˆ˝ CMYK ˙˙ ˙ˆ RGB ˝ ˙ ˇ HEX ˆEˆC
Black
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
Twilight
PANTONETM ˝˘ˆ CMYK ˆ˝ ˇˆ ˙ ˝ RGB ˆˆ HEX ˆ˝Cˆ
Autumn Day
PANTONETM ˘ CMYK ˙ ˙˙ ˙ RGB ˝ ˙ HEX FF˘F
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Tradition
PANTONETM ˝˙ CMYK ˆ ˙˙ ˆ ˝ RGB ˘ ˘ HEX ˇ˘˙˙˙˙
California State University Chico Visual Identity Guide 4
The University Seal was originally designed by Professor Emeritus Gregg Berryman The Latin ldquoARS PROBAT ARTIFICEMrdquo means ldquoArt is the test of the artisanrdquo
The illustration depicting Kendall and Trinity Hallswas updated in 2017 by world-renowned artistSteven Noble to commemorate the inaugurationof University President Gayle E Hutchinson
Chico Red
PANTONEtrade ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONEtrade COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
Black
PANTONEtrade BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
As the formal symbol of the University the o˛cial seal is used selectively and with the distinction appropriate for what it represents It is intended for formal occasions and materials Examples include diplomas certificates ormedals given on behalf of the University programs for presentations collateral for formal events and on o˛cialarchitectural signage
The University Seal is not for casual use It should not be used as a department logo or design element onunsanctioned apparel marketing fliers or newsletters Nor should it appear in conjunction with other logos or elements
The use of the seal must be approved by the O˛ce of the President or Public A˜airs
The o˛cial seal is available by request only Written approval must be secured in advance and all materials using the o˛cial seal must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
For all University logos and seals used in printed publications be sure to use print-quality images
SIGNATURE SEAL COLORS
OLD NEW
California State University Chico Visual Identity Guide 5
Do not use the Seal to create a new department or club logo
Do not use gradient or pattern fills in the Seal
Do not re-create the logo with any other typefaces
Do not use any colors other than the signature colors
(Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5
Do not distort squeeze or stretch the Seal
Do not place the Seal over complex backgrounds or patterns
˝ in ˝˙ px
The Seal is not to be altered in any way or used smaller than ˝ inches or ˝˙ pixels across
Do not use the Seal as a replacement for the letter ldquoOrdquo or the number zero in designs
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
Shown here are some examples of improper use of the University Seal The mark should always be used in its original configuration
For all University logos and seals used in printed publications be sure to use print-quality images
white black)
California State University Chico Visual Identity Guide 6
The University Flame
The University Flame and line signature are available by request All materials using the Flame must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
SIGNATURE FLAME COLORS
Chico Red Cornerstone
Black White
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The Flame is a core identity of the University It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials It may be used as a department logo or design element on sanctioned apparel marketing fliers or newsletters It should not be combined with other logos or with nonstandard typefaces
The University Flame is available as an approved logo and line signature
The University Flame is currently under consideration for a refreshed design
The University Flame above was created by Professor Emeritus Gregg Berryman
California State University Chico Visual Identity Guide 7
University Flame
Shown here are some examples of improper use of the University Flame The mark should always be used in its original configuration
For all University logos used in print always use high-resolution print-quality images Vectored artwork is the preferred file type for most vendors (PDF EPS) and can be scaled up without losing quality Minimum resolution for rastered files is 300 dots per inch (dpi)
frac12 in ˘ px
The Flame is not to be altered in any way or used smaller thanfrac12 inch or 36 pixels wide
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Do not add -D filters or other e˜ects to the Flame
Do not use colors other than the signature colors Do not distort squeeze (Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5 or stretch the Flame
white black)
Do not place the Flame over complex backgrounds or patterns
Do not alter the Flame or re-create it with other elements
Do not use gradients images or patterns inside the Flame
Do not use the Flame as a replacement for the letter ldquoOrdquo or the number zero in designs
California State University Chico Visual Identity Guide 8
The University WildcatThe Wildcat is the o˛cial mascot of Chico State University Throughout the years there have been many iterations of our beloved mascot to meet the various needs of the University There are currently four versions of the Wildcat in use today each representing a unique tone and style
California State University Chico Visual Identity Guide 9
WILDCAT ICON WILDCAT ILLUSTRATION ATHLETICS WILDCATWILDCAT MASCOT ldquoWILLIErdquo
Appropriate for entire University and for all audiences
Typical applications of this logo arereserved for informal promotion ofUniversity programs and initiatives but versions of it have been usedfor apparel and other promotionalmaterials in special circumstances
Our mascot Willie appears at manysporting and special events on andaround campus to support and promote Chico State
Photos of Willie are used to support a variety of University initiatives They are not typically allowed for o˜-campus use by third-parties
The Wildcat icon related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized
For more information contact Associate Director of Athletics530-898-6470wwwchicowildcatscom
Available as an approved logo for the entire University and all audiences It should only be used in the signaturecolors of the University
It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials Typical applications can include fliers banners and club sports apparel
Note This logo is currently under consideration for a design update
The Campus Web deg˛ Framework
Source Sans Pro a free font o˜ered by Google is the standard font for all University web pages It can be used in the following variations
Heading 1 Heading 2 Heading 3 Heading 4 Heading 5 Heading 6
Paragraph Bold
Paragraph Bold Italic
Paragraph Italic
Paragraph
Headings should be used to organize content within a webpage making the page more accessible to all users Headings should never be used as anything other than section titles
A NOTE ABOUT HEADINGS
The Campus Web ˙ framework was designed to o˜er users a consistent experience that complements the University brand Sites built within the campus web content management system come with standard style options that ensure accessibility visual consistency and ease of use Creative Media and Technology will provide CSS files for o˛cial University web applications or non-WCMS and vendor websites upon request
PRIMARY WEB COLORS
Tradition Pathway Creek BedExcellence Bidwell
HEX ˇ˘˙˙˙˙ HEX ˙˙ HEX F HEX ˘F˘ˇE HEX DDDCˇ
SECONDARY WEB COLOR OPTIONS
Harvest LegacyAcorn Skyline CascadeAlmond
HEX EFECE HEX B˝˝ HEX ˆˇ˘˙F HEX ˙˝E˝ HEX BFDBF˘ HEX EAFFC
The CSU Chico Web Signature The CSU Chico web signature is a digital identity of the University Its use is restricted to o˛cial University websites web applications and approved vendor sites only It should not be combined with other logos elements or typefaces
C A L I F O RN I A S TAT E
C A L I F O RN I A S TAT E
UN I V E R S I T Y UN I V E R S I T Y
Logos other than the web signature should be limited in use and must be approved by Public A˜airs and Publications
Visit wwwcsuchicoeduweb for website best practices accessibility information and more
California State University Chico Visual Identity Guide 10
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
Sincerely
Gayle E Hutchinson EdDPresidentCalifornia State University Chico
California State University Chico Visual Identity Guide 1
At Chico State our identity is not just a motto or logo It is a promisewe make and actions we take to support our foundational principles high-quality and transformative education a˜ordability diversity civic and community engagement sustainability collaboration accountability transparency trust respect and shared governance
Our identity extends far beyond the boundaries of campus It is found in the positive contributions our students make in the world It is felt through the academic and civic impact of our faculty and sta˜ It is held in the heart of every person who has in some way been transformed by their connection to Chico State
We all share a responsibility to present the University correctly in every form of communication whether it occurs in print online or in our daily conversations The following Visual Identity Guide was created to help bring consistency to the way we all communicate about Chico State
In the pages that follow you will find a wealth of resources the elements of our identity and the standards and guidelines for supporting them By utilizing this guide as a framework we can begin to communicate a powerful and unified identity
From the President
University Flame
University Seal (updated 2017)
Alumni Association
Wildcat Icon (Future redesign under consideration)
Chico Statersquos Visual Identity Our o˛cial logos and marks represent us at the very highest level and they are vitally important to our brand They act as a signature an identifier and a stamp of quality Proper and appropriate usage of these elements should always be the most consistent component in our communications While our logos marks and seal have evolved over the Universityrsquos long history there is a framework that organizes their usage based on strategic and visual connections to Chico State Below are a few examples of University identities and their categories
CORE IDENTITIES Primary visual signatures for entire University appropriate for all audiences Usage follows Visual Identity Guide
IDENTITY EXTENSIONS Primary visual signatures for units supporting the core mission of Chico State serving targeted audiencesmdashstudent service organizations and alumni relations
SUB-IDENTITIES Visual representation of units strategically linked to the University supporting di˜erent missions and presenting unique identities Uses a separate logo linked to the University visually and in text but follows its own identity standards Usage or licensing of these marks is restricted and may not be used by third parties without prior approval
California State University Chico Visual Identity Guide 2
University Naming
FORMAL NAME (FORMAL VOICE)
California State University ChicoAbbreviated
CSU ChicoThis name should always include the comma when used in written communication and should not include other elements such as a dash bullet or other decorative divider In rare circumstances the comma may be omitted for design purposes
The formal name and voice are best used on materials that are institutional in nature formal documents such as administrative correspondence or anything that will be distributed nationally or internationally
Appropriate uses for the formal name might include but are not limited to diplomas awards signage o˛cial contracts marketing collateral proposals or presentations to prospective donors or other educational institutions
STANDARDCASUAL NAME (STANDARDCASUAL VOICE)
Chico StateChico State is the most common and frequently used nickname for the University This name has been a˜ectionately used by students sta˜ faculty alumni and the local community for decades It evokes a specific sense of place and is an emotive component of our brand
It is appropriate for everyone to use but is most e˜ective for informal communications with closely held audiences who are highly familiar with the University
The following are name variations for the University that should NEVER be used
CSUC
CSU CHICO
CSU-CHICO
CSUbullCHICO
CAL STATE CHICO
CHICO UNIVERSITY
UNIVERSITY OF CHICO
CALIFORNIA STATE UNIVERSITY AT CHICO
Why are they not allowedThe examples above donrsquot follow University guidelines are inaccurate or confusing or create a negative connotation
More information is available online at wwwcsuchicoedupubwriting-style-guidestyle-guideshtml
California State University Chico Visual Identity Guide 3
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Color Palette
The Chico State color palette has two levels primary and secondary
Chico red cornerstone gray black and white comprise Chico Statersquos primary color palette They should be the dominant colors used in o˛cial communications when the project allows for color
Chico red should be the most prominent color used for large color fields and works well for headlines subheads and pull quotes
Balance and harmony are the goal when using color Too much red or black can feel harsh which is why we provide a secondary color palette of tones that represent the seasons and landscape of our campus These are certainly not your only color choices but using them helps us maintain consistency
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
SIGNATURE COLORS
Chico Red
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
SECONDARY COLOR OPTIONS
Archway
PANTONETM ˝ˇ CMYK ˝ ˙ ˘ RGB ˆ ˝ˇ ˇ HEX BˆF
Summer Sun
PANTONETM ˝ CMYK ˝ ˙ ˙˙ ˙ RGB ˝ ˙ ˙ HEX EAAA˙˙
Creekside
PANTONETM ˙ CMYK ˙˙ ˙ ˝˙ ˝ RGB ˇ ˇ HEX ˙˙˘BA˘
Oak Leaf
PANTONETM ˆ˝ CMYK ˙˙ ˙ˆ RGB ˝ ˙ ˇ HEX ˆEˆC
Black
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
Twilight
PANTONETM ˝˘ˆ CMYK ˆ˝ ˇˆ ˙ ˝ RGB ˆˆ HEX ˆ˝Cˆ
Autumn Day
PANTONETM ˘ CMYK ˙ ˙˙ ˙ RGB ˝ ˙ HEX FF˘F
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Tradition
PANTONETM ˝˙ CMYK ˆ ˙˙ ˆ ˝ RGB ˘ ˘ HEX ˇ˘˙˙˙˙
California State University Chico Visual Identity Guide 4
The University Seal was originally designed by Professor Emeritus Gregg Berryman The Latin ldquoARS PROBAT ARTIFICEMrdquo means ldquoArt is the test of the artisanrdquo
The illustration depicting Kendall and Trinity Hallswas updated in 2017 by world-renowned artistSteven Noble to commemorate the inaugurationof University President Gayle E Hutchinson
Chico Red
PANTONEtrade ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONEtrade COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
Black
PANTONEtrade BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
As the formal symbol of the University the o˛cial seal is used selectively and with the distinction appropriate for what it represents It is intended for formal occasions and materials Examples include diplomas certificates ormedals given on behalf of the University programs for presentations collateral for formal events and on o˛cialarchitectural signage
The University Seal is not for casual use It should not be used as a department logo or design element onunsanctioned apparel marketing fliers or newsletters Nor should it appear in conjunction with other logos or elements
The use of the seal must be approved by the O˛ce of the President or Public A˜airs
The o˛cial seal is available by request only Written approval must be secured in advance and all materials using the o˛cial seal must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
For all University logos and seals used in printed publications be sure to use print-quality images
SIGNATURE SEAL COLORS
OLD NEW
California State University Chico Visual Identity Guide 5
Do not use the Seal to create a new department or club logo
Do not use gradient or pattern fills in the Seal
Do not re-create the logo with any other typefaces
Do not use any colors other than the signature colors
(Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5
Do not distort squeeze or stretch the Seal
Do not place the Seal over complex backgrounds or patterns
˝ in ˝˙ px
The Seal is not to be altered in any way or used smaller than ˝ inches or ˝˙ pixels across
Do not use the Seal as a replacement for the letter ldquoOrdquo or the number zero in designs
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
Shown here are some examples of improper use of the University Seal The mark should always be used in its original configuration
For all University logos and seals used in printed publications be sure to use print-quality images
white black)
California State University Chico Visual Identity Guide 6
The University Flame
The University Flame and line signature are available by request All materials using the Flame must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
SIGNATURE FLAME COLORS
Chico Red Cornerstone
Black White
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The Flame is a core identity of the University It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials It may be used as a department logo or design element on sanctioned apparel marketing fliers or newsletters It should not be combined with other logos or with nonstandard typefaces
The University Flame is available as an approved logo and line signature
The University Flame is currently under consideration for a refreshed design
The University Flame above was created by Professor Emeritus Gregg Berryman
California State University Chico Visual Identity Guide 7
University Flame
Shown here are some examples of improper use of the University Flame The mark should always be used in its original configuration
For all University logos used in print always use high-resolution print-quality images Vectored artwork is the preferred file type for most vendors (PDF EPS) and can be scaled up without losing quality Minimum resolution for rastered files is 300 dots per inch (dpi)
frac12 in ˘ px
The Flame is not to be altered in any way or used smaller thanfrac12 inch or 36 pixels wide
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Do not add -D filters or other e˜ects to the Flame
Do not use colors other than the signature colors Do not distort squeeze (Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5 or stretch the Flame
white black)
Do not place the Flame over complex backgrounds or patterns
Do not alter the Flame or re-create it with other elements
Do not use gradients images or patterns inside the Flame
Do not use the Flame as a replacement for the letter ldquoOrdquo or the number zero in designs
California State University Chico Visual Identity Guide 8
The University WildcatThe Wildcat is the o˛cial mascot of Chico State University Throughout the years there have been many iterations of our beloved mascot to meet the various needs of the University There are currently four versions of the Wildcat in use today each representing a unique tone and style
California State University Chico Visual Identity Guide 9
WILDCAT ICON WILDCAT ILLUSTRATION ATHLETICS WILDCATWILDCAT MASCOT ldquoWILLIErdquo
Appropriate for entire University and for all audiences
Typical applications of this logo arereserved for informal promotion ofUniversity programs and initiatives but versions of it have been usedfor apparel and other promotionalmaterials in special circumstances
Our mascot Willie appears at manysporting and special events on andaround campus to support and promote Chico State
Photos of Willie are used to support a variety of University initiatives They are not typically allowed for o˜-campus use by third-parties
The Wildcat icon related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized
For more information contact Associate Director of Athletics530-898-6470wwwchicowildcatscom
Available as an approved logo for the entire University and all audiences It should only be used in the signaturecolors of the University
It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials Typical applications can include fliers banners and club sports apparel
Note This logo is currently under consideration for a design update
The Campus Web deg˛ Framework
Source Sans Pro a free font o˜ered by Google is the standard font for all University web pages It can be used in the following variations
Heading 1 Heading 2 Heading 3 Heading 4 Heading 5 Heading 6
Paragraph Bold
Paragraph Bold Italic
Paragraph Italic
Paragraph
Headings should be used to organize content within a webpage making the page more accessible to all users Headings should never be used as anything other than section titles
A NOTE ABOUT HEADINGS
The Campus Web ˙ framework was designed to o˜er users a consistent experience that complements the University brand Sites built within the campus web content management system come with standard style options that ensure accessibility visual consistency and ease of use Creative Media and Technology will provide CSS files for o˛cial University web applications or non-WCMS and vendor websites upon request
PRIMARY WEB COLORS
Tradition Pathway Creek BedExcellence Bidwell
HEX ˇ˘˙˙˙˙ HEX ˙˙ HEX F HEX ˘F˘ˇE HEX DDDCˇ
SECONDARY WEB COLOR OPTIONS
Harvest LegacyAcorn Skyline CascadeAlmond
HEX EFECE HEX B˝˝ HEX ˆˇ˘˙F HEX ˙˝E˝ HEX BFDBF˘ HEX EAFFC
The CSU Chico Web Signature The CSU Chico web signature is a digital identity of the University Its use is restricted to o˛cial University websites web applications and approved vendor sites only It should not be combined with other logos elements or typefaces
C A L I F O RN I A S TAT E
C A L I F O RN I A S TAT E
UN I V E R S I T Y UN I V E R S I T Y
Logos other than the web signature should be limited in use and must be approved by Public A˜airs and Publications
Visit wwwcsuchicoeduweb for website best practices accessibility information and more
California State University Chico Visual Identity Guide 10
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
University Flame
University Seal (updated 2017)
Alumni Association
Wildcat Icon (Future redesign under consideration)
Chico Statersquos Visual Identity Our o˛cial logos and marks represent us at the very highest level and they are vitally important to our brand They act as a signature an identifier and a stamp of quality Proper and appropriate usage of these elements should always be the most consistent component in our communications While our logos marks and seal have evolved over the Universityrsquos long history there is a framework that organizes their usage based on strategic and visual connections to Chico State Below are a few examples of University identities and their categories
CORE IDENTITIES Primary visual signatures for entire University appropriate for all audiences Usage follows Visual Identity Guide
IDENTITY EXTENSIONS Primary visual signatures for units supporting the core mission of Chico State serving targeted audiencesmdashstudent service organizations and alumni relations
SUB-IDENTITIES Visual representation of units strategically linked to the University supporting di˜erent missions and presenting unique identities Uses a separate logo linked to the University visually and in text but follows its own identity standards Usage or licensing of these marks is restricted and may not be used by third parties without prior approval
California State University Chico Visual Identity Guide 2
University Naming
FORMAL NAME (FORMAL VOICE)
California State University ChicoAbbreviated
CSU ChicoThis name should always include the comma when used in written communication and should not include other elements such as a dash bullet or other decorative divider In rare circumstances the comma may be omitted for design purposes
The formal name and voice are best used on materials that are institutional in nature formal documents such as administrative correspondence or anything that will be distributed nationally or internationally
Appropriate uses for the formal name might include but are not limited to diplomas awards signage o˛cial contracts marketing collateral proposals or presentations to prospective donors or other educational institutions
STANDARDCASUAL NAME (STANDARDCASUAL VOICE)
Chico StateChico State is the most common and frequently used nickname for the University This name has been a˜ectionately used by students sta˜ faculty alumni and the local community for decades It evokes a specific sense of place and is an emotive component of our brand
It is appropriate for everyone to use but is most e˜ective for informal communications with closely held audiences who are highly familiar with the University
The following are name variations for the University that should NEVER be used
CSUC
CSU CHICO
CSU-CHICO
CSUbullCHICO
CAL STATE CHICO
CHICO UNIVERSITY
UNIVERSITY OF CHICO
CALIFORNIA STATE UNIVERSITY AT CHICO
Why are they not allowedThe examples above donrsquot follow University guidelines are inaccurate or confusing or create a negative connotation
More information is available online at wwwcsuchicoedupubwriting-style-guidestyle-guideshtml
California State University Chico Visual Identity Guide 3
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Color Palette
The Chico State color palette has two levels primary and secondary
Chico red cornerstone gray black and white comprise Chico Statersquos primary color palette They should be the dominant colors used in o˛cial communications when the project allows for color
Chico red should be the most prominent color used for large color fields and works well for headlines subheads and pull quotes
Balance and harmony are the goal when using color Too much red or black can feel harsh which is why we provide a secondary color palette of tones that represent the seasons and landscape of our campus These are certainly not your only color choices but using them helps us maintain consistency
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
SIGNATURE COLORS
Chico Red
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
SECONDARY COLOR OPTIONS
Archway
PANTONETM ˝ˇ CMYK ˝ ˙ ˘ RGB ˆ ˝ˇ ˇ HEX BˆF
Summer Sun
PANTONETM ˝ CMYK ˝ ˙ ˙˙ ˙ RGB ˝ ˙ ˙ HEX EAAA˙˙
Creekside
PANTONETM ˙ CMYK ˙˙ ˙ ˝˙ ˝ RGB ˇ ˇ HEX ˙˙˘BA˘
Oak Leaf
PANTONETM ˆ˝ CMYK ˙˙ ˙ˆ RGB ˝ ˙ ˇ HEX ˆEˆC
Black
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
Twilight
PANTONETM ˝˘ˆ CMYK ˆ˝ ˇˆ ˙ ˝ RGB ˆˆ HEX ˆ˝Cˆ
Autumn Day
PANTONETM ˘ CMYK ˙ ˙˙ ˙ RGB ˝ ˙ HEX FF˘F
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Tradition
PANTONETM ˝˙ CMYK ˆ ˙˙ ˆ ˝ RGB ˘ ˘ HEX ˇ˘˙˙˙˙
California State University Chico Visual Identity Guide 4
The University Seal was originally designed by Professor Emeritus Gregg Berryman The Latin ldquoARS PROBAT ARTIFICEMrdquo means ldquoArt is the test of the artisanrdquo
The illustration depicting Kendall and Trinity Hallswas updated in 2017 by world-renowned artistSteven Noble to commemorate the inaugurationof University President Gayle E Hutchinson
Chico Red
PANTONEtrade ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONEtrade COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
Black
PANTONEtrade BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
As the formal symbol of the University the o˛cial seal is used selectively and with the distinction appropriate for what it represents It is intended for formal occasions and materials Examples include diplomas certificates ormedals given on behalf of the University programs for presentations collateral for formal events and on o˛cialarchitectural signage
The University Seal is not for casual use It should not be used as a department logo or design element onunsanctioned apparel marketing fliers or newsletters Nor should it appear in conjunction with other logos or elements
The use of the seal must be approved by the O˛ce of the President or Public A˜airs
The o˛cial seal is available by request only Written approval must be secured in advance and all materials using the o˛cial seal must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
For all University logos and seals used in printed publications be sure to use print-quality images
SIGNATURE SEAL COLORS
OLD NEW
California State University Chico Visual Identity Guide 5
Do not use the Seal to create a new department or club logo
Do not use gradient or pattern fills in the Seal
Do not re-create the logo with any other typefaces
Do not use any colors other than the signature colors
(Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5
Do not distort squeeze or stretch the Seal
Do not place the Seal over complex backgrounds or patterns
˝ in ˝˙ px
The Seal is not to be altered in any way or used smaller than ˝ inches or ˝˙ pixels across
Do not use the Seal as a replacement for the letter ldquoOrdquo or the number zero in designs
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
Shown here are some examples of improper use of the University Seal The mark should always be used in its original configuration
For all University logos and seals used in printed publications be sure to use print-quality images
white black)
California State University Chico Visual Identity Guide 6
The University Flame
The University Flame and line signature are available by request All materials using the Flame must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
SIGNATURE FLAME COLORS
Chico Red Cornerstone
Black White
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The Flame is a core identity of the University It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials It may be used as a department logo or design element on sanctioned apparel marketing fliers or newsletters It should not be combined with other logos or with nonstandard typefaces
The University Flame is available as an approved logo and line signature
The University Flame is currently under consideration for a refreshed design
The University Flame above was created by Professor Emeritus Gregg Berryman
California State University Chico Visual Identity Guide 7
University Flame
Shown here are some examples of improper use of the University Flame The mark should always be used in its original configuration
For all University logos used in print always use high-resolution print-quality images Vectored artwork is the preferred file type for most vendors (PDF EPS) and can be scaled up without losing quality Minimum resolution for rastered files is 300 dots per inch (dpi)
frac12 in ˘ px
The Flame is not to be altered in any way or used smaller thanfrac12 inch or 36 pixels wide
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Do not add -D filters or other e˜ects to the Flame
Do not use colors other than the signature colors Do not distort squeeze (Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5 or stretch the Flame
white black)
Do not place the Flame over complex backgrounds or patterns
Do not alter the Flame or re-create it with other elements
Do not use gradients images or patterns inside the Flame
Do not use the Flame as a replacement for the letter ldquoOrdquo or the number zero in designs
California State University Chico Visual Identity Guide 8
The University WildcatThe Wildcat is the o˛cial mascot of Chico State University Throughout the years there have been many iterations of our beloved mascot to meet the various needs of the University There are currently four versions of the Wildcat in use today each representing a unique tone and style
California State University Chico Visual Identity Guide 9
WILDCAT ICON WILDCAT ILLUSTRATION ATHLETICS WILDCATWILDCAT MASCOT ldquoWILLIErdquo
Appropriate for entire University and for all audiences
Typical applications of this logo arereserved for informal promotion ofUniversity programs and initiatives but versions of it have been usedfor apparel and other promotionalmaterials in special circumstances
Our mascot Willie appears at manysporting and special events on andaround campus to support and promote Chico State
Photos of Willie are used to support a variety of University initiatives They are not typically allowed for o˜-campus use by third-parties
The Wildcat icon related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized
For more information contact Associate Director of Athletics530-898-6470wwwchicowildcatscom
Available as an approved logo for the entire University and all audiences It should only be used in the signaturecolors of the University
It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials Typical applications can include fliers banners and club sports apparel
Note This logo is currently under consideration for a design update
The Campus Web deg˛ Framework
Source Sans Pro a free font o˜ered by Google is the standard font for all University web pages It can be used in the following variations
Heading 1 Heading 2 Heading 3 Heading 4 Heading 5 Heading 6
Paragraph Bold
Paragraph Bold Italic
Paragraph Italic
Paragraph
Headings should be used to organize content within a webpage making the page more accessible to all users Headings should never be used as anything other than section titles
A NOTE ABOUT HEADINGS
The Campus Web ˙ framework was designed to o˜er users a consistent experience that complements the University brand Sites built within the campus web content management system come with standard style options that ensure accessibility visual consistency and ease of use Creative Media and Technology will provide CSS files for o˛cial University web applications or non-WCMS and vendor websites upon request
PRIMARY WEB COLORS
Tradition Pathway Creek BedExcellence Bidwell
HEX ˇ˘˙˙˙˙ HEX ˙˙ HEX F HEX ˘F˘ˇE HEX DDDCˇ
SECONDARY WEB COLOR OPTIONS
Harvest LegacyAcorn Skyline CascadeAlmond
HEX EFECE HEX B˝˝ HEX ˆˇ˘˙F HEX ˙˝E˝ HEX BFDBF˘ HEX EAFFC
The CSU Chico Web Signature The CSU Chico web signature is a digital identity of the University Its use is restricted to o˛cial University websites web applications and approved vendor sites only It should not be combined with other logos elements or typefaces
C A L I F O RN I A S TAT E
C A L I F O RN I A S TAT E
UN I V E R S I T Y UN I V E R S I T Y
Logos other than the web signature should be limited in use and must be approved by Public A˜airs and Publications
Visit wwwcsuchicoeduweb for website best practices accessibility information and more
California State University Chico Visual Identity Guide 10
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
University Naming
FORMAL NAME (FORMAL VOICE)
California State University ChicoAbbreviated
CSU ChicoThis name should always include the comma when used in written communication and should not include other elements such as a dash bullet or other decorative divider In rare circumstances the comma may be omitted for design purposes
The formal name and voice are best used on materials that are institutional in nature formal documents such as administrative correspondence or anything that will be distributed nationally or internationally
Appropriate uses for the formal name might include but are not limited to diplomas awards signage o˛cial contracts marketing collateral proposals or presentations to prospective donors or other educational institutions
STANDARDCASUAL NAME (STANDARDCASUAL VOICE)
Chico StateChico State is the most common and frequently used nickname for the University This name has been a˜ectionately used by students sta˜ faculty alumni and the local community for decades It evokes a specific sense of place and is an emotive component of our brand
It is appropriate for everyone to use but is most e˜ective for informal communications with closely held audiences who are highly familiar with the University
The following are name variations for the University that should NEVER be used
CSUC
CSU CHICO
CSU-CHICO
CSUbullCHICO
CAL STATE CHICO
CHICO UNIVERSITY
UNIVERSITY OF CHICO
CALIFORNIA STATE UNIVERSITY AT CHICO
Why are they not allowedThe examples above donrsquot follow University guidelines are inaccurate or confusing or create a negative connotation
More information is available online at wwwcsuchicoedupubwriting-style-guidestyle-guideshtml
California State University Chico Visual Identity Guide 3
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Color Palette
The Chico State color palette has two levels primary and secondary
Chico red cornerstone gray black and white comprise Chico Statersquos primary color palette They should be the dominant colors used in o˛cial communications when the project allows for color
Chico red should be the most prominent color used for large color fields and works well for headlines subheads and pull quotes
Balance and harmony are the goal when using color Too much red or black can feel harsh which is why we provide a secondary color palette of tones that represent the seasons and landscape of our campus These are certainly not your only color choices but using them helps us maintain consistency
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
SIGNATURE COLORS
Chico Red
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
SECONDARY COLOR OPTIONS
Archway
PANTONETM ˝ˇ CMYK ˝ ˙ ˘ RGB ˆ ˝ˇ ˇ HEX BˆF
Summer Sun
PANTONETM ˝ CMYK ˝ ˙ ˙˙ ˙ RGB ˝ ˙ ˙ HEX EAAA˙˙
Creekside
PANTONETM ˙ CMYK ˙˙ ˙ ˝˙ ˝ RGB ˇ ˇ HEX ˙˙˘BA˘
Oak Leaf
PANTONETM ˆ˝ CMYK ˙˙ ˙ˆ RGB ˝ ˙ ˇ HEX ˆEˆC
Black
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
Twilight
PANTONETM ˝˘ˆ CMYK ˆ˝ ˇˆ ˙ ˝ RGB ˆˆ HEX ˆ˝Cˆ
Autumn Day
PANTONETM ˘ CMYK ˙ ˙˙ ˙ RGB ˝ ˙ HEX FF˘F
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Tradition
PANTONETM ˝˙ CMYK ˆ ˙˙ ˆ ˝ RGB ˘ ˘ HEX ˇ˘˙˙˙˙
California State University Chico Visual Identity Guide 4
The University Seal was originally designed by Professor Emeritus Gregg Berryman The Latin ldquoARS PROBAT ARTIFICEMrdquo means ldquoArt is the test of the artisanrdquo
The illustration depicting Kendall and Trinity Hallswas updated in 2017 by world-renowned artistSteven Noble to commemorate the inaugurationof University President Gayle E Hutchinson
Chico Red
PANTONEtrade ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONEtrade COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
Black
PANTONEtrade BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
As the formal symbol of the University the o˛cial seal is used selectively and with the distinction appropriate for what it represents It is intended for formal occasions and materials Examples include diplomas certificates ormedals given on behalf of the University programs for presentations collateral for formal events and on o˛cialarchitectural signage
The University Seal is not for casual use It should not be used as a department logo or design element onunsanctioned apparel marketing fliers or newsletters Nor should it appear in conjunction with other logos or elements
The use of the seal must be approved by the O˛ce of the President or Public A˜airs
The o˛cial seal is available by request only Written approval must be secured in advance and all materials using the o˛cial seal must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
For all University logos and seals used in printed publications be sure to use print-quality images
SIGNATURE SEAL COLORS
OLD NEW
California State University Chico Visual Identity Guide 5
Do not use the Seal to create a new department or club logo
Do not use gradient or pattern fills in the Seal
Do not re-create the logo with any other typefaces
Do not use any colors other than the signature colors
(Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5
Do not distort squeeze or stretch the Seal
Do not place the Seal over complex backgrounds or patterns
˝ in ˝˙ px
The Seal is not to be altered in any way or used smaller than ˝ inches or ˝˙ pixels across
Do not use the Seal as a replacement for the letter ldquoOrdquo or the number zero in designs
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
Shown here are some examples of improper use of the University Seal The mark should always be used in its original configuration
For all University logos and seals used in printed publications be sure to use print-quality images
white black)
California State University Chico Visual Identity Guide 6
The University Flame
The University Flame and line signature are available by request All materials using the Flame must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
SIGNATURE FLAME COLORS
Chico Red Cornerstone
Black White
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The Flame is a core identity of the University It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials It may be used as a department logo or design element on sanctioned apparel marketing fliers or newsletters It should not be combined with other logos or with nonstandard typefaces
The University Flame is available as an approved logo and line signature
The University Flame is currently under consideration for a refreshed design
The University Flame above was created by Professor Emeritus Gregg Berryman
California State University Chico Visual Identity Guide 7
University Flame
Shown here are some examples of improper use of the University Flame The mark should always be used in its original configuration
For all University logos used in print always use high-resolution print-quality images Vectored artwork is the preferred file type for most vendors (PDF EPS) and can be scaled up without losing quality Minimum resolution for rastered files is 300 dots per inch (dpi)
frac12 in ˘ px
The Flame is not to be altered in any way or used smaller thanfrac12 inch or 36 pixels wide
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Do not add -D filters or other e˜ects to the Flame
Do not use colors other than the signature colors Do not distort squeeze (Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5 or stretch the Flame
white black)
Do not place the Flame over complex backgrounds or patterns
Do not alter the Flame or re-create it with other elements
Do not use gradients images or patterns inside the Flame
Do not use the Flame as a replacement for the letter ldquoOrdquo or the number zero in designs
California State University Chico Visual Identity Guide 8
The University WildcatThe Wildcat is the o˛cial mascot of Chico State University Throughout the years there have been many iterations of our beloved mascot to meet the various needs of the University There are currently four versions of the Wildcat in use today each representing a unique tone and style
California State University Chico Visual Identity Guide 9
WILDCAT ICON WILDCAT ILLUSTRATION ATHLETICS WILDCATWILDCAT MASCOT ldquoWILLIErdquo
Appropriate for entire University and for all audiences
Typical applications of this logo arereserved for informal promotion ofUniversity programs and initiatives but versions of it have been usedfor apparel and other promotionalmaterials in special circumstances
Our mascot Willie appears at manysporting and special events on andaround campus to support and promote Chico State
Photos of Willie are used to support a variety of University initiatives They are not typically allowed for o˜-campus use by third-parties
The Wildcat icon related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized
For more information contact Associate Director of Athletics530-898-6470wwwchicowildcatscom
Available as an approved logo for the entire University and all audiences It should only be used in the signaturecolors of the University
It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials Typical applications can include fliers banners and club sports apparel
Note This logo is currently under consideration for a design update
The Campus Web deg˛ Framework
Source Sans Pro a free font o˜ered by Google is the standard font for all University web pages It can be used in the following variations
Heading 1 Heading 2 Heading 3 Heading 4 Heading 5 Heading 6
Paragraph Bold
Paragraph Bold Italic
Paragraph Italic
Paragraph
Headings should be used to organize content within a webpage making the page more accessible to all users Headings should never be used as anything other than section titles
A NOTE ABOUT HEADINGS
The Campus Web ˙ framework was designed to o˜er users a consistent experience that complements the University brand Sites built within the campus web content management system come with standard style options that ensure accessibility visual consistency and ease of use Creative Media and Technology will provide CSS files for o˛cial University web applications or non-WCMS and vendor websites upon request
PRIMARY WEB COLORS
Tradition Pathway Creek BedExcellence Bidwell
HEX ˇ˘˙˙˙˙ HEX ˙˙ HEX F HEX ˘F˘ˇE HEX DDDCˇ
SECONDARY WEB COLOR OPTIONS
Harvest LegacyAcorn Skyline CascadeAlmond
HEX EFECE HEX B˝˝ HEX ˆˇ˘˙F HEX ˙˝E˝ HEX BFDBF˘ HEX EAFFC
The CSU Chico Web Signature The CSU Chico web signature is a digital identity of the University Its use is restricted to o˛cial University websites web applications and approved vendor sites only It should not be combined with other logos elements or typefaces
C A L I F O RN I A S TAT E
C A L I F O RN I A S TAT E
UN I V E R S I T Y UN I V E R S I T Y
Logos other than the web signature should be limited in use and must be approved by Public A˜airs and Publications
Visit wwwcsuchicoeduweb for website best practices accessibility information and more
California State University Chico Visual Identity Guide 10
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
University Color Palette
The Chico State color palette has two levels primary and secondary
Chico red cornerstone gray black and white comprise Chico Statersquos primary color palette They should be the dominant colors used in o˛cial communications when the project allows for color
Chico red should be the most prominent color used for large color fields and works well for headlines subheads and pull quotes
Balance and harmony are the goal when using color Too much red or black can feel harsh which is why we provide a secondary color palette of tones that represent the seasons and landscape of our campus These are certainly not your only color choices but using them helps us maintain consistency
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
SIGNATURE COLORS
Chico Red
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
SECONDARY COLOR OPTIONS
Archway
PANTONETM ˝ˇ CMYK ˝ ˙ ˘ RGB ˆ ˝ˇ ˇ HEX BˆF
Summer Sun
PANTONETM ˝ CMYK ˝ ˙ ˙˙ ˙ RGB ˝ ˙ ˙ HEX EAAA˙˙
Creekside
PANTONETM ˙ CMYK ˙˙ ˙ ˝˙ ˝ RGB ˇ ˇ HEX ˙˙˘BA˘
Oak Leaf
PANTONETM ˆ˝ CMYK ˙˙ ˙ˆ RGB ˝ ˙ ˇ HEX ˆEˆC
Black
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
Twilight
PANTONETM ˝˘ˆ CMYK ˆ˝ ˇˆ ˙ ˝ RGB ˆˆ HEX ˆ˝Cˆ
Autumn Day
PANTONETM ˘ CMYK ˙ ˙˙ ˙ RGB ˝ ˙ HEX FF˘F
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Tradition
PANTONETM ˝˙ CMYK ˆ ˙˙ ˆ ˝ RGB ˘ ˘ HEX ˇ˘˙˙˙˙
California State University Chico Visual Identity Guide 4
The University Seal was originally designed by Professor Emeritus Gregg Berryman The Latin ldquoARS PROBAT ARTIFICEMrdquo means ldquoArt is the test of the artisanrdquo
The illustration depicting Kendall and Trinity Hallswas updated in 2017 by world-renowned artistSteven Noble to commemorate the inaugurationof University President Gayle E Hutchinson
Chico Red
PANTONEtrade ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONEtrade COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
Black
PANTONEtrade BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
As the formal symbol of the University the o˛cial seal is used selectively and with the distinction appropriate for what it represents It is intended for formal occasions and materials Examples include diplomas certificates ormedals given on behalf of the University programs for presentations collateral for formal events and on o˛cialarchitectural signage
The University Seal is not for casual use It should not be used as a department logo or design element onunsanctioned apparel marketing fliers or newsletters Nor should it appear in conjunction with other logos or elements
The use of the seal must be approved by the O˛ce of the President or Public A˜airs
The o˛cial seal is available by request only Written approval must be secured in advance and all materials using the o˛cial seal must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
For all University logos and seals used in printed publications be sure to use print-quality images
SIGNATURE SEAL COLORS
OLD NEW
California State University Chico Visual Identity Guide 5
Do not use the Seal to create a new department or club logo
Do not use gradient or pattern fills in the Seal
Do not re-create the logo with any other typefaces
Do not use any colors other than the signature colors
(Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5
Do not distort squeeze or stretch the Seal
Do not place the Seal over complex backgrounds or patterns
˝ in ˝˙ px
The Seal is not to be altered in any way or used smaller than ˝ inches or ˝˙ pixels across
Do not use the Seal as a replacement for the letter ldquoOrdquo or the number zero in designs
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
Shown here are some examples of improper use of the University Seal The mark should always be used in its original configuration
For all University logos and seals used in printed publications be sure to use print-quality images
white black)
California State University Chico Visual Identity Guide 6
The University Flame
The University Flame and line signature are available by request All materials using the Flame must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
SIGNATURE FLAME COLORS
Chico Red Cornerstone
Black White
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The Flame is a core identity of the University It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials It may be used as a department logo or design element on sanctioned apparel marketing fliers or newsletters It should not be combined with other logos or with nonstandard typefaces
The University Flame is available as an approved logo and line signature
The University Flame is currently under consideration for a refreshed design
The University Flame above was created by Professor Emeritus Gregg Berryman
California State University Chico Visual Identity Guide 7
University Flame
Shown here are some examples of improper use of the University Flame The mark should always be used in its original configuration
For all University logos used in print always use high-resolution print-quality images Vectored artwork is the preferred file type for most vendors (PDF EPS) and can be scaled up without losing quality Minimum resolution for rastered files is 300 dots per inch (dpi)
frac12 in ˘ px
The Flame is not to be altered in any way or used smaller thanfrac12 inch or 36 pixels wide
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Do not add -D filters or other e˜ects to the Flame
Do not use colors other than the signature colors Do not distort squeeze (Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5 or stretch the Flame
white black)
Do not place the Flame over complex backgrounds or patterns
Do not alter the Flame or re-create it with other elements
Do not use gradients images or patterns inside the Flame
Do not use the Flame as a replacement for the letter ldquoOrdquo or the number zero in designs
California State University Chico Visual Identity Guide 8
The University WildcatThe Wildcat is the o˛cial mascot of Chico State University Throughout the years there have been many iterations of our beloved mascot to meet the various needs of the University There are currently four versions of the Wildcat in use today each representing a unique tone and style
California State University Chico Visual Identity Guide 9
WILDCAT ICON WILDCAT ILLUSTRATION ATHLETICS WILDCATWILDCAT MASCOT ldquoWILLIErdquo
Appropriate for entire University and for all audiences
Typical applications of this logo arereserved for informal promotion ofUniversity programs and initiatives but versions of it have been usedfor apparel and other promotionalmaterials in special circumstances
Our mascot Willie appears at manysporting and special events on andaround campus to support and promote Chico State
Photos of Willie are used to support a variety of University initiatives They are not typically allowed for o˜-campus use by third-parties
The Wildcat icon related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized
For more information contact Associate Director of Athletics530-898-6470wwwchicowildcatscom
Available as an approved logo for the entire University and all audiences It should only be used in the signaturecolors of the University
It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials Typical applications can include fliers banners and club sports apparel
Note This logo is currently under consideration for a design update
The Campus Web deg˛ Framework
Source Sans Pro a free font o˜ered by Google is the standard font for all University web pages It can be used in the following variations
Heading 1 Heading 2 Heading 3 Heading 4 Heading 5 Heading 6
Paragraph Bold
Paragraph Bold Italic
Paragraph Italic
Paragraph
Headings should be used to organize content within a webpage making the page more accessible to all users Headings should never be used as anything other than section titles
A NOTE ABOUT HEADINGS
The Campus Web ˙ framework was designed to o˜er users a consistent experience that complements the University brand Sites built within the campus web content management system come with standard style options that ensure accessibility visual consistency and ease of use Creative Media and Technology will provide CSS files for o˛cial University web applications or non-WCMS and vendor websites upon request
PRIMARY WEB COLORS
Tradition Pathway Creek BedExcellence Bidwell
HEX ˇ˘˙˙˙˙ HEX ˙˙ HEX F HEX ˘F˘ˇE HEX DDDCˇ
SECONDARY WEB COLOR OPTIONS
Harvest LegacyAcorn Skyline CascadeAlmond
HEX EFECE HEX B˝˝ HEX ˆˇ˘˙F HEX ˙˝E˝ HEX BFDBF˘ HEX EAFFC
The CSU Chico Web Signature The CSU Chico web signature is a digital identity of the University Its use is restricted to o˛cial University websites web applications and approved vendor sites only It should not be combined with other logos elements or typefaces
C A L I F O RN I A S TAT E
C A L I F O RN I A S TAT E
UN I V E R S I T Y UN I V E R S I T Y
Logos other than the web signature should be limited in use and must be approved by Public A˜airs and Publications
Visit wwwcsuchicoeduweb for website best practices accessibility information and more
California State University Chico Visual Identity Guide 10
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
The University Seal was originally designed by Professor Emeritus Gregg Berryman The Latin ldquoARS PROBAT ARTIFICEMrdquo means ldquoArt is the test of the artisanrdquo
The illustration depicting Kendall and Trinity Hallswas updated in 2017 by world-renowned artistSteven Noble to commemorate the inaugurationof University President Gayle E Hutchinson
Chico Red
PANTONEtrade ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
Cornerstone
PANTONEtrade COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
Black
PANTONEtrade BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
White
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
As the formal symbol of the University the o˛cial seal is used selectively and with the distinction appropriate for what it represents It is intended for formal occasions and materials Examples include diplomas certificates ormedals given on behalf of the University programs for presentations collateral for formal events and on o˛cialarchitectural signage
The University Seal is not for casual use It should not be used as a department logo or design element onunsanctioned apparel marketing fliers or newsletters Nor should it appear in conjunction with other logos or elements
The use of the seal must be approved by the O˛ce of the President or Public A˜airs
The o˛cial seal is available by request only Written approval must be secured in advance and all materials using the o˛cial seal must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
For all University logos and seals used in printed publications be sure to use print-quality images
SIGNATURE SEAL COLORS
OLD NEW
California State University Chico Visual Identity Guide 5
Do not use the Seal to create a new department or club logo
Do not use gradient or pattern fills in the Seal
Do not re-create the logo with any other typefaces
Do not use any colors other than the signature colors
(Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5
Do not distort squeeze or stretch the Seal
Do not place the Seal over complex backgrounds or patterns
˝ in ˝˙ px
The Seal is not to be altered in any way or used smaller than ˝ inches or ˝˙ pixels across
Do not use the Seal as a replacement for the letter ldquoOrdquo or the number zero in designs
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
Shown here are some examples of improper use of the University Seal The mark should always be used in its original configuration
For all University logos and seals used in printed publications be sure to use print-quality images
white black)
California State University Chico Visual Identity Guide 6
The University Flame
The University Flame and line signature are available by request All materials using the Flame must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
SIGNATURE FLAME COLORS
Chico Red Cornerstone
Black White
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The Flame is a core identity of the University It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials It may be used as a department logo or design element on sanctioned apparel marketing fliers or newsletters It should not be combined with other logos or with nonstandard typefaces
The University Flame is available as an approved logo and line signature
The University Flame is currently under consideration for a refreshed design
The University Flame above was created by Professor Emeritus Gregg Berryman
California State University Chico Visual Identity Guide 7
University Flame
Shown here are some examples of improper use of the University Flame The mark should always be used in its original configuration
For all University logos used in print always use high-resolution print-quality images Vectored artwork is the preferred file type for most vendors (PDF EPS) and can be scaled up without losing quality Minimum resolution for rastered files is 300 dots per inch (dpi)
frac12 in ˘ px
The Flame is not to be altered in any way or used smaller thanfrac12 inch or 36 pixels wide
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Do not add -D filters or other e˜ects to the Flame
Do not use colors other than the signature colors Do not distort squeeze (Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5 or stretch the Flame
white black)
Do not place the Flame over complex backgrounds or patterns
Do not alter the Flame or re-create it with other elements
Do not use gradients images or patterns inside the Flame
Do not use the Flame as a replacement for the letter ldquoOrdquo or the number zero in designs
California State University Chico Visual Identity Guide 8
The University WildcatThe Wildcat is the o˛cial mascot of Chico State University Throughout the years there have been many iterations of our beloved mascot to meet the various needs of the University There are currently four versions of the Wildcat in use today each representing a unique tone and style
California State University Chico Visual Identity Guide 9
WILDCAT ICON WILDCAT ILLUSTRATION ATHLETICS WILDCATWILDCAT MASCOT ldquoWILLIErdquo
Appropriate for entire University and for all audiences
Typical applications of this logo arereserved for informal promotion ofUniversity programs and initiatives but versions of it have been usedfor apparel and other promotionalmaterials in special circumstances
Our mascot Willie appears at manysporting and special events on andaround campus to support and promote Chico State
Photos of Willie are used to support a variety of University initiatives They are not typically allowed for o˜-campus use by third-parties
The Wildcat icon related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized
For more information contact Associate Director of Athletics530-898-6470wwwchicowildcatscom
Available as an approved logo for the entire University and all audiences It should only be used in the signaturecolors of the University
It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials Typical applications can include fliers banners and club sports apparel
Note This logo is currently under consideration for a design update
The Campus Web deg˛ Framework
Source Sans Pro a free font o˜ered by Google is the standard font for all University web pages It can be used in the following variations
Heading 1 Heading 2 Heading 3 Heading 4 Heading 5 Heading 6
Paragraph Bold
Paragraph Bold Italic
Paragraph Italic
Paragraph
Headings should be used to organize content within a webpage making the page more accessible to all users Headings should never be used as anything other than section titles
A NOTE ABOUT HEADINGS
The Campus Web ˙ framework was designed to o˜er users a consistent experience that complements the University brand Sites built within the campus web content management system come with standard style options that ensure accessibility visual consistency and ease of use Creative Media and Technology will provide CSS files for o˛cial University web applications or non-WCMS and vendor websites upon request
PRIMARY WEB COLORS
Tradition Pathway Creek BedExcellence Bidwell
HEX ˇ˘˙˙˙˙ HEX ˙˙ HEX F HEX ˘F˘ˇE HEX DDDCˇ
SECONDARY WEB COLOR OPTIONS
Harvest LegacyAcorn Skyline CascadeAlmond
HEX EFECE HEX B˝˝ HEX ˆˇ˘˙F HEX ˙˝E˝ HEX BFDBF˘ HEX EAFFC
The CSU Chico Web Signature The CSU Chico web signature is a digital identity of the University Its use is restricted to o˛cial University websites web applications and approved vendor sites only It should not be combined with other logos elements or typefaces
C A L I F O RN I A S TAT E
C A L I F O RN I A S TAT E
UN I V E R S I T Y UN I V E R S I T Y
Logos other than the web signature should be limited in use and must be approved by Public A˜airs and Publications
Visit wwwcsuchicoeduweb for website best practices accessibility information and more
California State University Chico Visual Identity Guide 10
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
Do not use the Seal to create a new department or club logo
Do not use gradient or pattern fills in the Seal
Do not re-create the logo with any other typefaces
Do not use any colors other than the signature colors
(Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5
Do not distort squeeze or stretch the Seal
Do not place the Seal over complex backgrounds or patterns
˝ in ˝˙ px
The Seal is not to be altered in any way or used smaller than ˝ inches or ˝˙ pixels across
Do not use the Seal as a replacement for the letter ldquoOrdquo or the number zero in designs
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The University Seal
Shown here are some examples of improper use of the University Seal The mark should always be used in its original configuration
For all University logos and seals used in printed publications be sure to use print-quality images
white black)
California State University Chico Visual Identity Guide 6
The University Flame
The University Flame and line signature are available by request All materials using the Flame must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
SIGNATURE FLAME COLORS
Chico Red Cornerstone
Black White
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The Flame is a core identity of the University It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials It may be used as a department logo or design element on sanctioned apparel marketing fliers or newsletters It should not be combined with other logos or with nonstandard typefaces
The University Flame is available as an approved logo and line signature
The University Flame is currently under consideration for a refreshed design
The University Flame above was created by Professor Emeritus Gregg Berryman
California State University Chico Visual Identity Guide 7
University Flame
Shown here are some examples of improper use of the University Flame The mark should always be used in its original configuration
For all University logos used in print always use high-resolution print-quality images Vectored artwork is the preferred file type for most vendors (PDF EPS) and can be scaled up without losing quality Minimum resolution for rastered files is 300 dots per inch (dpi)
frac12 in ˘ px
The Flame is not to be altered in any way or used smaller thanfrac12 inch or 36 pixels wide
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Do not add -D filters or other e˜ects to the Flame
Do not use colors other than the signature colors Do not distort squeeze (Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5 or stretch the Flame
white black)
Do not place the Flame over complex backgrounds or patterns
Do not alter the Flame or re-create it with other elements
Do not use gradients images or patterns inside the Flame
Do not use the Flame as a replacement for the letter ldquoOrdquo or the number zero in designs
California State University Chico Visual Identity Guide 8
The University WildcatThe Wildcat is the o˛cial mascot of Chico State University Throughout the years there have been many iterations of our beloved mascot to meet the various needs of the University There are currently four versions of the Wildcat in use today each representing a unique tone and style
California State University Chico Visual Identity Guide 9
WILDCAT ICON WILDCAT ILLUSTRATION ATHLETICS WILDCATWILDCAT MASCOT ldquoWILLIErdquo
Appropriate for entire University and for all audiences
Typical applications of this logo arereserved for informal promotion ofUniversity programs and initiatives but versions of it have been usedfor apparel and other promotionalmaterials in special circumstances
Our mascot Willie appears at manysporting and special events on andaround campus to support and promote Chico State
Photos of Willie are used to support a variety of University initiatives They are not typically allowed for o˜-campus use by third-parties
The Wildcat icon related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized
For more information contact Associate Director of Athletics530-898-6470wwwchicowildcatscom
Available as an approved logo for the entire University and all audiences It should only be used in the signaturecolors of the University
It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials Typical applications can include fliers banners and club sports apparel
Note This logo is currently under consideration for a design update
The Campus Web deg˛ Framework
Source Sans Pro a free font o˜ered by Google is the standard font for all University web pages It can be used in the following variations
Heading 1 Heading 2 Heading 3 Heading 4 Heading 5 Heading 6
Paragraph Bold
Paragraph Bold Italic
Paragraph Italic
Paragraph
Headings should be used to organize content within a webpage making the page more accessible to all users Headings should never be used as anything other than section titles
A NOTE ABOUT HEADINGS
The Campus Web ˙ framework was designed to o˜er users a consistent experience that complements the University brand Sites built within the campus web content management system come with standard style options that ensure accessibility visual consistency and ease of use Creative Media and Technology will provide CSS files for o˛cial University web applications or non-WCMS and vendor websites upon request
PRIMARY WEB COLORS
Tradition Pathway Creek BedExcellence Bidwell
HEX ˇ˘˙˙˙˙ HEX ˙˙ HEX F HEX ˘F˘ˇE HEX DDDCˇ
SECONDARY WEB COLOR OPTIONS
Harvest LegacyAcorn Skyline CascadeAlmond
HEX EFECE HEX B˝˝ HEX ˆˇ˘˙F HEX ˙˝E˝ HEX BFDBF˘ HEX EAFFC
The CSU Chico Web Signature The CSU Chico web signature is a digital identity of the University Its use is restricted to o˛cial University websites web applications and approved vendor sites only It should not be combined with other logos elements or typefaces
C A L I F O RN I A S TAT E
C A L I F O RN I A S TAT E
UN I V E R S I T Y UN I V E R S I T Y
Logos other than the web signature should be limited in use and must be approved by Public A˜airs and Publications
Visit wwwcsuchicoeduweb for website best practices accessibility information and more
California State University Chico Visual Identity Guide 10
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
The University Flame
The University Flame and line signature are available by request All materials using the Flame must be approved through Public A˜airs and Publications Allow a minimum of five working days for approvals
SIGNATURE FLAME COLORS
Chico Red Cornerstone
Black White
PANTONETM ˝˙ˆ CMYK ˝ˇ ˇ˘ ˘ ˝ˇ RGB ˙ ˙ HEX ˆC˝˝
PANTONETM COOL GRAY CMYK ˙ ˝ ˝ ˙ RGB ˇ ˇ HEX BBB
PANTONETM BLACK CMYK ˙ ˙ ˙ ˙˙ RGB ˝ HEX ˝C˝A˝ˇ
WHITE CMYK ˙ ˙ ˙ ˙ RGB ˝ ˝ ˝ HEX FFFFFF
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
The Flame is a core identity of the University It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials It may be used as a department logo or design element on sanctioned apparel marketing fliers or newsletters It should not be combined with other logos or with nonstandard typefaces
The University Flame is available as an approved logo and line signature
The University Flame is currently under consideration for a refreshed design
The University Flame above was created by Professor Emeritus Gregg Berryman
California State University Chico Visual Identity Guide 7
University Flame
Shown here are some examples of improper use of the University Flame The mark should always be used in its original configuration
For all University logos used in print always use high-resolution print-quality images Vectored artwork is the preferred file type for most vendors (PDF EPS) and can be scaled up without losing quality Minimum resolution for rastered files is 300 dots per inch (dpi)
frac12 in ˘ px
The Flame is not to be altered in any way or used smaller thanfrac12 inch or 36 pixels wide
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Do not add -D filters or other e˜ects to the Flame
Do not use colors other than the signature colors Do not distort squeeze (Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5 or stretch the Flame
white black)
Do not place the Flame over complex backgrounds or patterns
Do not alter the Flame or re-create it with other elements
Do not use gradients images or patterns inside the Flame
Do not use the Flame as a replacement for the letter ldquoOrdquo or the number zero in designs
California State University Chico Visual Identity Guide 8
The University WildcatThe Wildcat is the o˛cial mascot of Chico State University Throughout the years there have been many iterations of our beloved mascot to meet the various needs of the University There are currently four versions of the Wildcat in use today each representing a unique tone and style
California State University Chico Visual Identity Guide 9
WILDCAT ICON WILDCAT ILLUSTRATION ATHLETICS WILDCATWILDCAT MASCOT ldquoWILLIErdquo
Appropriate for entire University and for all audiences
Typical applications of this logo arereserved for informal promotion ofUniversity programs and initiatives but versions of it have been usedfor apparel and other promotionalmaterials in special circumstances
Our mascot Willie appears at manysporting and special events on andaround campus to support and promote Chico State
Photos of Willie are used to support a variety of University initiatives They are not typically allowed for o˜-campus use by third-parties
The Wildcat icon related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized
For more information contact Associate Director of Athletics530-898-6470wwwchicowildcatscom
Available as an approved logo for the entire University and all audiences It should only be used in the signaturecolors of the University
It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials Typical applications can include fliers banners and club sports apparel
Note This logo is currently under consideration for a design update
The Campus Web deg˛ Framework
Source Sans Pro a free font o˜ered by Google is the standard font for all University web pages It can be used in the following variations
Heading 1 Heading 2 Heading 3 Heading 4 Heading 5 Heading 6
Paragraph Bold
Paragraph Bold Italic
Paragraph Italic
Paragraph
Headings should be used to organize content within a webpage making the page more accessible to all users Headings should never be used as anything other than section titles
A NOTE ABOUT HEADINGS
The Campus Web ˙ framework was designed to o˜er users a consistent experience that complements the University brand Sites built within the campus web content management system come with standard style options that ensure accessibility visual consistency and ease of use Creative Media and Technology will provide CSS files for o˛cial University web applications or non-WCMS and vendor websites upon request
PRIMARY WEB COLORS
Tradition Pathway Creek BedExcellence Bidwell
HEX ˇ˘˙˙˙˙ HEX ˙˙ HEX F HEX ˘F˘ˇE HEX DDDCˇ
SECONDARY WEB COLOR OPTIONS
Harvest LegacyAcorn Skyline CascadeAlmond
HEX EFECE HEX B˝˝ HEX ˆˇ˘˙F HEX ˙˝E˝ HEX BFDBF˘ HEX EAFFC
The CSU Chico Web Signature The CSU Chico web signature is a digital identity of the University Its use is restricted to o˛cial University websites web applications and approved vendor sites only It should not be combined with other logos elements or typefaces
C A L I F O RN I A S TAT E
C A L I F O RN I A S TAT E
UN I V E R S I T Y UN I V E R S I T Y
Logos other than the web signature should be limited in use and must be approved by Public A˜airs and Publications
Visit wwwcsuchicoeduweb for website best practices accessibility information and more
California State University Chico Visual Identity Guide 10
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
University Flame
Shown here are some examples of improper use of the University Flame The mark should always be used in its original configuration
For all University logos used in print always use high-resolution print-quality images Vectored artwork is the preferred file type for most vendors (PDF EPS) and can be scaled up without losing quality Minimum resolution for rastered files is 300 dots per inch (dpi)
frac12 in ˘ px
The Flame is not to be altered in any way or used smaller thanfrac12 inch or 36 pixels wide
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Do not add -D filters or other e˜ects to the Flame
Do not use colors other than the signature colors Do not distort squeeze (Chico Red PMS ˝˙ˆ Cornerstone PMS Cool Gray 5 or stretch the Flame
white black)
Do not place the Flame over complex backgrounds or patterns
Do not alter the Flame or re-create it with other elements
Do not use gradients images or patterns inside the Flame
Do not use the Flame as a replacement for the letter ldquoOrdquo or the number zero in designs
California State University Chico Visual Identity Guide 8
The University WildcatThe Wildcat is the o˛cial mascot of Chico State University Throughout the years there have been many iterations of our beloved mascot to meet the various needs of the University There are currently four versions of the Wildcat in use today each representing a unique tone and style
California State University Chico Visual Identity Guide 9
WILDCAT ICON WILDCAT ILLUSTRATION ATHLETICS WILDCATWILDCAT MASCOT ldquoWILLIErdquo
Appropriate for entire University and for all audiences
Typical applications of this logo arereserved for informal promotion ofUniversity programs and initiatives but versions of it have been usedfor apparel and other promotionalmaterials in special circumstances
Our mascot Willie appears at manysporting and special events on andaround campus to support and promote Chico State
Photos of Willie are used to support a variety of University initiatives They are not typically allowed for o˜-campus use by third-parties
The Wildcat icon related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized
For more information contact Associate Director of Athletics530-898-6470wwwchicowildcatscom
Available as an approved logo for the entire University and all audiences It should only be used in the signaturecolors of the University
It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials Typical applications can include fliers banners and club sports apparel
Note This logo is currently under consideration for a design update
The Campus Web deg˛ Framework
Source Sans Pro a free font o˜ered by Google is the standard font for all University web pages It can be used in the following variations
Heading 1 Heading 2 Heading 3 Heading 4 Heading 5 Heading 6
Paragraph Bold
Paragraph Bold Italic
Paragraph Italic
Paragraph
Headings should be used to organize content within a webpage making the page more accessible to all users Headings should never be used as anything other than section titles
A NOTE ABOUT HEADINGS
The Campus Web ˙ framework was designed to o˜er users a consistent experience that complements the University brand Sites built within the campus web content management system come with standard style options that ensure accessibility visual consistency and ease of use Creative Media and Technology will provide CSS files for o˛cial University web applications or non-WCMS and vendor websites upon request
PRIMARY WEB COLORS
Tradition Pathway Creek BedExcellence Bidwell
HEX ˇ˘˙˙˙˙ HEX ˙˙ HEX F HEX ˘F˘ˇE HEX DDDCˇ
SECONDARY WEB COLOR OPTIONS
Harvest LegacyAcorn Skyline CascadeAlmond
HEX EFECE HEX B˝˝ HEX ˆˇ˘˙F HEX ˙˝E˝ HEX BFDBF˘ HEX EAFFC
The CSU Chico Web Signature The CSU Chico web signature is a digital identity of the University Its use is restricted to o˛cial University websites web applications and approved vendor sites only It should not be combined with other logos elements or typefaces
C A L I F O RN I A S TAT E
C A L I F O RN I A S TAT E
UN I V E R S I T Y UN I V E R S I T Y
Logos other than the web signature should be limited in use and must be approved by Public A˜airs and Publications
Visit wwwcsuchicoeduweb for website best practices accessibility information and more
California State University Chico Visual Identity Guide 10
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
The University WildcatThe Wildcat is the o˛cial mascot of Chico State University Throughout the years there have been many iterations of our beloved mascot to meet the various needs of the University There are currently four versions of the Wildcat in use today each representing a unique tone and style
California State University Chico Visual Identity Guide 9
WILDCAT ICON WILDCAT ILLUSTRATION ATHLETICS WILDCATWILDCAT MASCOT ldquoWILLIErdquo
Appropriate for entire University and for all audiences
Typical applications of this logo arereserved for informal promotion ofUniversity programs and initiatives but versions of it have been usedfor apparel and other promotionalmaterials in special circumstances
Our mascot Willie appears at manysporting and special events on andaround campus to support and promote Chico State
Photos of Willie are used to support a variety of University initiatives They are not typically allowed for o˜-campus use by third-parties
The Wildcat icon related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized
For more information contact Associate Director of Athletics530-898-6470wwwchicowildcatscom
Available as an approved logo for the entire University and all audiences It should only be used in the signaturecolors of the University
It is intended for less-formal applications such as marketing communications student-facing collateral and college and department materials Typical applications can include fliers banners and club sports apparel
Note This logo is currently under consideration for a design update
The Campus Web deg˛ Framework
Source Sans Pro a free font o˜ered by Google is the standard font for all University web pages It can be used in the following variations
Heading 1 Heading 2 Heading 3 Heading 4 Heading 5 Heading 6
Paragraph Bold
Paragraph Bold Italic
Paragraph Italic
Paragraph
Headings should be used to organize content within a webpage making the page more accessible to all users Headings should never be used as anything other than section titles
A NOTE ABOUT HEADINGS
The Campus Web ˙ framework was designed to o˜er users a consistent experience that complements the University brand Sites built within the campus web content management system come with standard style options that ensure accessibility visual consistency and ease of use Creative Media and Technology will provide CSS files for o˛cial University web applications or non-WCMS and vendor websites upon request
PRIMARY WEB COLORS
Tradition Pathway Creek BedExcellence Bidwell
HEX ˇ˘˙˙˙˙ HEX ˙˙ HEX F HEX ˘F˘ˇE HEX DDDCˇ
SECONDARY WEB COLOR OPTIONS
Harvest LegacyAcorn Skyline CascadeAlmond
HEX EFECE HEX B˝˝ HEX ˆˇ˘˙F HEX ˙˝E˝ HEX BFDBF˘ HEX EAFFC
The CSU Chico Web Signature The CSU Chico web signature is a digital identity of the University Its use is restricted to o˛cial University websites web applications and approved vendor sites only It should not be combined with other logos elements or typefaces
C A L I F O RN I A S TAT E
C A L I F O RN I A S TAT E
UN I V E R S I T Y UN I V E R S I T Y
Logos other than the web signature should be limited in use and must be approved by Public A˜airs and Publications
Visit wwwcsuchicoeduweb for website best practices accessibility information and more
California State University Chico Visual Identity Guide 10
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
The Campus Web deg˛ Framework
Source Sans Pro a free font o˜ered by Google is the standard font for all University web pages It can be used in the following variations
Heading 1 Heading 2 Heading 3 Heading 4 Heading 5 Heading 6
Paragraph Bold
Paragraph Bold Italic
Paragraph Italic
Paragraph
Headings should be used to organize content within a webpage making the page more accessible to all users Headings should never be used as anything other than section titles
A NOTE ABOUT HEADINGS
The Campus Web ˙ framework was designed to o˜er users a consistent experience that complements the University brand Sites built within the campus web content management system come with standard style options that ensure accessibility visual consistency and ease of use Creative Media and Technology will provide CSS files for o˛cial University web applications or non-WCMS and vendor websites upon request
PRIMARY WEB COLORS
Tradition Pathway Creek BedExcellence Bidwell
HEX ˇ˘˙˙˙˙ HEX ˙˙ HEX F HEX ˘F˘ˇE HEX DDDCˇ
SECONDARY WEB COLOR OPTIONS
Harvest LegacyAcorn Skyline CascadeAlmond
HEX EFECE HEX B˝˝ HEX ˆˇ˘˙F HEX ˙˝E˝ HEX BFDBF˘ HEX EAFFC
The CSU Chico Web Signature The CSU Chico web signature is a digital identity of the University Its use is restricted to o˛cial University websites web applications and approved vendor sites only It should not be combined with other logos elements or typefaces
C A L I F O RN I A S TAT E
C A L I F O RN I A S TAT E
UN I V E R S I T Y UN I V E R S I T Y
Logos other than the web signature should be limited in use and must be approved by Public A˜airs and Publications
Visit wwwcsuchicoeduweb for website best practices accessibility information and more
California State University Chico Visual Identity Guide 10
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
Clearspace for Logos
Our logos are some of the Universityrsquos most valuable assets Clear space is the term for an equal and comfortable boundary of space that a logo must have on all sides no matter where it is used
Maintaining a generous amount of clearspace between the logo and other graphic elements such as type images other logos etc ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The recommended minimum amount of clearspacearound any logo should be half the size of the logo itself Do not place any text graphics or images within this area of clearspace
There may be situations that limit or restrict the amount of clearspace due to the number of other logos or elements included in a layout such as multiple sponsor logos on a T-shirt or banner In cases like this use your best judgement and always try to position our logos for maximum visbility and impact
12 the width or height of a logo is acceptablefor a minimum amount of clearspace
California State University Chico Visual Identity Guide 11
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
C A L I F O RN I AS TAT E
UN I V E R S I T Y
14 the width or height of the Seal is acceptablefor a minimum amount of clearspace
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
LOGOS AND SEALS ON TOP OF PHOTOS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The image area behind and around the logomust have very little texture or activity
bull Allow for the logo or logotype individualclearspace requirement (see clearspace section)The edge of the page major color shifts activeareas and major elements of the imagevisually distract and should not fall within theclearspace
bull E˜ects should only be applied to the logo orlogotype to increase legibility and should notchange the logo or logotype
Be cautious whenmiddot Using program filters to make the logos or
logotypes look embossed or beveledmiddot Outlining the logos or logotypesmiddot Applying heavy shadows or glows
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
Using Logos with Photography
California State University Chico Visual Identity Guide 12
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
Using Logos with Promotional Items
California State University Chico Visual Identity Guide
LOGOS AND SEALS ON PROMOTIONAL ITEMS When placing one of the University logos or logotypes over a photograph it must remain completely legible Use the following guidelines when choosing where to place it on your image
bull The background color behind the logo must provide su˛cient contrast to clearly read it
bull Most vendors provide a standard selection of product colors to choose from You may only have ldquoredrdquo or ldquomaroonrdquo when trying to match University signature colors We recommend choosing a product with black white gray or brushed metal finishes as you can generally specify an imprint color that matches the signature colors ( PMS 208 black or white) If you wish to choose a red from the vendorrsquos standard color choices we recommend an imprint color that complements our signature colors (usually black or white)
bull Use your best judgment to achieve the desired look that is appropriate to your audience and the University Public A˜airs is happy to help provide recommendations artwork creation and formatting
CA
LIFO
RN
IA S
TATE
UN
IVER
SITY
CH
ICO
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
13
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
University Typography Signature Fonts
WHY DO FONTS MATTER Whether in campus signs brochures or emails typography either helps unify and clarify our brand message or make us look amateur and fractured
Most of the time one font will do especially if itrsquos one with many di˜erent weights that work together like the FF Metareg or HF Verlagreg families shown to the right
Free fonts and display faces that can be downloaded from the Internet (think grungy or scripty) are generally poor quality and are best used in small doses and for unique projects
Using unlicensed fonts for design projects is prohibited and can create legal risk for the University
Need help or approvalfor your project Email cjburkecsuchicoeduor call 530-898-4776
FF Metaand HF Verlag are the preferred typefaces of Chico State They feature both serif and sans serif styles and o˜er a wide range of professional features and alternative glyphs which make them extremely flexible for any project
If FF Meta or HF Verlag are unavailable to you acceptable alternatives are Work Sansreg and Merriweatherreg which are open-source Google Fonts that can be licensed and downloaded for free at wwwfontsgooglecom
Meta looks like this VERLAG looks like this CALIFORNIA STATE UNIVERSITY CHICO CALIFORNIA STATE UNIVERSITY CHICO
COLLEGE OF ENGINEERING COLLEGE OF ENGINEERING Academic A˜airs Academic A˜airs
California State University Chico Visual Identity Guide 14
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
California State University Chico Visual Identity Guide 15
University Typography System Fonts
WHICH FONT TO USE
Itrsquos helpful to consider the intended audience and the format (print web etc) of your communications to determine which fonts will work best Sans serif fonts generally convey a more casual feel but are more legible in print and on screen Serif fonts have a more formal or academic character and are suited for pieces that require more subtle treatments
Some fonts may feel fun but should be used sparingly and never in o˛cial or professional communications that represent the University While many fonts fall into the questionable category using the three below could be damaging to your or the Universityrsquos credibility
Sans serifSerif
Most of us are working on PC or Mac computers and creating documents with Microsoft O˛ceTM There are a number of fonts that are already installed on your computer called system fonts While they are generally optimized for ease of readability onscreen and in print some are better than others If you are limited to using system fonts we recommend the following fonts
Need help or approvalfor your projectEmail cjburkecsuchicoeduor call 530-898-4776
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16
University Athletics PRIMARY ICON FULL BODY ICON
CHICO STATE WILDCATS The intercollegiate athletics program at Chico State o˜ers seven womenrsquos sports and six menrsquos sports In thefall of 1998 Chico State became a˛liated with theCalifornia Collegiate Athletic Association the all-timeleader among NCAA Division II schools
The Wildcat icon and related marks and logotypes are registered trademarks and property of Chico State Athletics Unauthorized use is strictly PRIMARY MARK PRIMARY WORD MARK prohibited
All materials and apparel using the Chico State Athletics Wildcat logos and wordmarks must be authorized and approved prior to production
For more information contact Associate Director of Athletics
regCalifornia State University Chico 400 West First SECONDARY MARKS Chico CA 95929-0300 530-898-6470 wwwchicowildcatscom
Sports Information O˝ce 530-898-4658 Acker Gym 127
California State University Chico Visual Identity Guide 16